“Ideas are nothing without execution,” was the five-word speech Digital Surgeons co-founder Peter Sena delivered after the company accepted a 2013 Webby Award—the ultimate recognition in the digital world.
Scan Digital Surgeons' client list—which includes Fortune 100 companies as well as national and international brands—and it’s easy to see just how many ideas have been executed by this digital marketing agency, created by Connecticut residents Sena and David Salinas and headquartered in New Haven.
Eight years ago, the two were both working in marketing, with Sena running Digital Surgeons—then a creative and technology consultancy, Salinas says, adding that digital marketing was a “black box that few people understood” at the time. “We were of this new era and it was in our DNA, and we knew we could make a difference, so we joined forces and relaunched Digital Surgeons as a digital-first creative agency,” he says. “We were the perfect yin and yang for a partnership, and we saw a tremendous need in the industry for what we could deliver.”
The company took off. What started in October 2006 with the two working side-by-side in a 300-square-foot office in Orange has grown into a 4,000-square-foot loft space with 30 full-time employees.
The founding partners pride themselves on predicting trends rather than merely following them—and like to push boundaries, providing everything for a brand from social media presence to special events. “We consider ourselves digital artisans, and ‘hackers,’ if you will, of technology and life,” says Salinas.
In addition to the Webby, the company earned a slew of other accolades for a campaign in which they created Lady Gaga’s Workshop online—a microsite that counted down the days until the entertainer’s promotional event launched, and then allowed fans to participate in the action if they couldn’t attend in person. A collaboration between Lady Gaga and Barney’s, the project led to a 70 percent increase in holiday sales for Barney’s.
The Digital Surgeons motto, “Our Philosophy is Simple: Experiences Create Relationships and Relationships Create Brands,” makes it sound simple—the blueprints to their projects show it is anything but.
- Jennifer SwiftDigital Surgeons